Sense of cool, keen judgment drive Ferrari

AUTHOR(S)

Kerwin, Ann Marie

PUB. DATE

March 1999

SOURCE

Advertising Age;3/8/1999, Vol. 70 Issue 10, ps12

SOURCE TYPE

Trade Publication

DOC. TYPE

Article

ABSTRACT

This article deals with the success of the magazine Teen People in 1999. After just four issues, the magazine was delivering double its initial rate base, which was by no means conservatively planned. Teen People was introduced as a monthly, no test issues, guaranteeing 500,000 copies. Hence, after only six issues, Teen People raised its rate base to 800,000. By yearend, it raised it again to 1.2 million. In addition, the May cover featuring actor Leonardo Dicaprio sold one million copies on newsstands in 10 days.